China Mobile Ltd. said it plans to introduce a new brand for mobile services on Dec. 18, raising expectations of an imminent start to its iPhone sales in the country.

The launch is expected during the company’s 4G global partners conference in Guangzhou, according to China Mobile’s website. An executive at the world’s largest mobile operator has said it is ready to start fourth-generation mobile services, though China has yet to issue 4G licenses. In September, China’s Telecom Equipment Certification Center gave Apple Inc. the final license necessary for the iPhone to run on China Mobile’s network.

A customer inspects the new iPhone at Apple’s Wangfujing flagship store on Sept. 20.

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“A deal with China Mobile would give Apple a big boost in the China market as the largest local carrier has the most wealthy subscriber base. I estimate that among China Mobile’s more than 700 million mobile subscribers, at least 10% or 70 million wealthier ones would be potential customers for iPhones,” Hong Kong-based Mizuho Securities analyst Marvin Lo said.

China Mobile executives have said iPhone subscriptions likely would come only after the company introduces its 4G platform. Chinese media, including Nanfang Daily, recently reported that China may issue 4G licenses next week. Both China Mobile and the Chinese regulator declined to comment on the timing of the 4G license issuance.

China is a very attractive market to handset makers as its smartphone penetration is still less than 50%, Mr. Lo said.

Tapping China Mobile’s big pool of subscribers could help Apple expand its reach in China as competition intensifies. Samsung Electronics Co. and Sony Corp. already work closely with China Mobile. China Unicom Ltd. started offering the iPhone in China in 2009 while China Telecom Corp. began offering the device in March 2012.

In the third quarter, Apple’s global smartphone market share dropped to 13.1% from 14.4% a year earlier, while Samsung Electronics increased its market share to 31.4% from 31%, according to research firm IDC.